Why Influencer Marketing Is Perfect For Brands To Test Clubhouse

By now, it’s very unlikely that you haven’t heard of the hottest social media sensation, the audio-chat app Clubhouse. Just in case you haven’t, the platform allows users to host, listen to and/or participate in audio-only conversations on a myriad of topics. Basically, users can organize conversation rooms with whoever is willing to join, be it people they know or celebrities.

People are starting to experiment with the app in new and different ways, from hosting Q&A sessions to open discussions, from serious topics to more frivolous ones. 

So, what’s the secret behind Clubhouse’s hype? A heavy dose of FOMO: its invite-only structure drives exclusivity, and its ephemeral discussions aren’t saved anywhere after they end. With users flocking to the platform and snapping up invites, brands want in, too. But first, there are some things you should know before you enter the conversation rooms.

Clubhouse Thrives on Influence

No matter their subject matter, most rooms on Clubhouse share something in common: they thrive on influence. Whether the conversation is centralized on some guests speaking while others only listen, or if it’s an open discussion where everyone can share their opinion, thought leaders steal the spotlight and get users to pay attention to what they say. 

For this reason, influencer marketing is the perfect way for a brand to test the waters in the new app, especially because there aren’t many other opportunities open to them there, like ads for example. Companies can leverage influencers active on Clubhouse-- i.e. users who are thought leaders in their field and who grab the attention of those who are interested in a certain topic--to create meaningful discussions revolving around a brand or product.

Focusing On Spontaneous Messages

But, why would working with influencers on Clubhouse be any different than other social platforms?

Unlike the other mainstream social channels that are centered around visual content, Clubhouse is an audio-only platform that puts more focus on the message than ever before. And for this reason, the stories and conversations happening in the app carry more meaning as they lack any visual incentive to keep the audience engaged and interested. So, building your message around strong, creative, and inciting stories becomes imperative. 

In addition, audio is an intimate format: you can hear people’s tones of voice and inflections, and capture their emotions and personalities much better than text. This is also true for video; but unlike videos and livestreams, participants do not have to worry about their looks when joining a chat, and they can do so while performing other chores or activities, like washing the dishes or taking a bath. 

And, as opposed to podcasts, audiobooks, or even Zoom webinars, Clubhouse has spontaneity at its core. Users may not only jump from one conversation to another, but also the conversation itself isn’t scripted, scheduled, or edited--and for this reason it can feel more genuine. 

As you can see, Clubhouse does fill a gap in the market, and this renewed interest in audio as a medium represents refreshing opportunities for brands to not only conquer new digital ground but also to tell their stories in exciting new ways.

Do you want to know how we can help your teams create an effective influencer strategy on Clubhouse? Check out our previous work and

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